246823
Haier (she) ๐ŸŽฉ

@haier #246823

๐Ÿ‡ฎ๐Ÿ‡น๐Ÿ‡ฌ๐Ÿ‡ง | Web3 & Marketing | Community Manager | Web3 Social Media | Mum & Wife ๐Ÿ‘จโ€๐Ÿ‘ฉโ€๐Ÿ‘ฆโ€๐Ÿ‘ฆ
1425 Follower 816 Following
Whatโ€™s your go-to Web3 marketing metric? ๐Ÿ‘€

Web2 tracked reach โ†’ impressions โ†’ conversions.
Web3? No cookies, no pixels, wallets can be anonymous.

So what actually matters?

1๏ธโƒฃ Tokens: Holder retention, staking, liquidity (Etherscan, DeFiLlama)
2๏ธโƒฃ Wallets: Active users, retention, transactions (Dune, Nansen)
3๏ธโƒฃ Community: DAO votes, real engagement (Snapshot, Guild)

Which one do you focus on? ๐Ÿ‘‡
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/20c32b28-b152-48bd-e8cc-bcb8edc34800/original
I'm a Builder-Pragmatist (-4.5, 4.5) on the Onchain Alignment Chart! Check out your position:
https://onchain-analysis.kasra.codes/?image=977233-1741937463.png
Whatโ€™s the most underrated metric in Web3 marketing?

Wallet activity? Staking %? DAO engagement? Everyone tracks something different.
Whatโ€™s the one metric you rely on the most?
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/b12706d5-7191-4ffe-a695-2cfaa6a6c900/original
Retention is the real growth metric. Especially when markets are down.
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/13ad8fbf-d26b-4723-81d9-6ae5ba100000/original
[Sunday morning thought] Crypto marketing is a game of attention + trust.
Too much hype, and you burn credibility, too little presence and you are forgotten.
Why traditional growth hacks fail in Web3? Here are my top 4!
โŒ viral hype without long-term engagement
โŒ chasing vanity metrics instead of participation.
โŒ top-down marketing instead of user-driven growth.
โŒ paid ads โ‰  trust
Social media โ‰  distribution.
Most teams post on X and expect engagement but real distribution comes from network effects, cross-promotions, and ecosystem collaborations.
Did you see Hhubdotxyz on X?

What if it becomes a tool for crypto projects needing fast, quality feedback almost like an on-chain survey?
Their post today about TGE strategy got 14K responses in just 3 hours, and their previous one about favourite Web3 creators already has 54K replies since yesterday.

Quality replies = valuable insights
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/69c0a4b0-0a17-44fb-1238-eb9e1c200000/original
Most Crypto projects donโ€™t need everyone, they need the right people.
๐Ÿ”น A strong 500-person DAO > 50k followers (and bots).
๐Ÿ”น A niche community can amplify your brand more than the most popular KOL.

The question is how do you turn followers into active contributors?๐Ÿ’ก
โœ… give them ownership: governance, exclusive roles, or early access.
โœ… align incentives: rewards tied to contribution, not just speculation.
โœ… build rituals: community calls, challenges, inside jokes that create identity.
What do The Odyssey, Finding Nemo, and Uniswap have in common?
โ–ถ๏ธ They all follow the Heroโ€™s Journey, one of the most powerful storytelling frameworks ever.

Facts donโ€™t create movements, stories do. And in crypto marketing, the Heroโ€™s Journey helps turn users into engaged advocates.

Hereโ€™s how it plays out:

1๏ธโƒฃ The ordinary world: users deal with inefficiencies or problems they may not even recognise yet.
2๏ธโƒฃ The call to adventure: a new solution appears this is where your project steps in.
3๏ธโƒฃ Crossing the threshold: users take their first step through onboarding and education.
4๏ธโƒฃ The challenges & growth: very journey has obstacles. Usability, security, or complexityโ€”support and success stories keep users engaged.
5๏ธโƒฃ The transformation: users experience real impact. Their workflow, security, or financial freedom improves.
6๏ธโƒฃ The return & advocacy: the journey comes full circle. Happy users donโ€™t just stay they become evangelists.
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/5f0c89cc-aa3c-436e-9a59-b8eb6c1c4900/original
Your community shouldnโ€™t be your sole audience!
Most crypto projects focus on engaging their community but forget about reaching outsiders.
Who is actually discovering your project for the first time?
Video marketing isnโ€™t optional in Web3.
๐Ÿ”น 65% of global internet traffic is video.
๐Ÿ”น Video content gets higher engagement than static posts.
๐Ÿ”น Short-form videos hold 50%+ retention.

And in crypto, where concepts are complex and attention spans are short, video bridges the gap.

Best-performing formats:
๐ŸŽฌ Storytelling videos โ†’ Build trust & loyalty
๐Ÿ“ข Explainer videos โ†’ Simplify complex concepts
๐ŸŽฎ Gamified content โ†’ Drive engagement
๐Ÿ“ˆ Social & meme content โ†’ Boost reach
๐ŸŽค Event recaps โ†’ Show credibility
๐ŸŽ“ Educational deep dives โ†’ Establish authority
๐Ÿ”ด Live AMAs โ†’ Strengthen community

TL;DR: Video wins when it educates, entertains & empowers.
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/1d40ed73-4c3d-4ff9-15cc-01742f4cf100/original
The power of a clear brief: why it can make or break your marketing strategy

In marketing in general and in crypto marketing in particular a well structured brief is essential. Whether you are briefing your internal team, an agency, a freelancer or just mapping out a strategy for yourself a strong brief is the foundation for everything that follows.

So how to craft the perfect brief?

๐Ÿ”น Define the goal: More users, engagement, or token adoption? Be clear on objectives.

๐Ÿ”น Know your audience: DeFi degens, builders, or newcomers? Precision matters.

๐Ÿ”น Craft your narrative: Whatโ€™s the story? What should your audience feel or do?

๐Ÿ”น Pick the right platforms: X, Telegram, Discord, YouTube? Each requires a unique approach.

๐Ÿ”น Set KPIs & benchmarks: Track success through engagement, conversions, or wallet connections.

๐Ÿ”น Outline timelines: Set realistic deadlines and specify whatโ€™s needed.

๐Ÿ”น Balance structure & creativity: Define must-haves while allowing creative freedom.
The recent โ€œdeathโ€ of Duo the Owl had the internet in chaos but it also led me to come across their handbook (link in comments).

And here are some lessons crypto projects can take from their growth strategy. ๐Ÿ‘‡

๐Ÿ”ฅ Create habits, not just hype.
Duolingo keeps users coming back daily. Crypto needs to build experiences people want to return to, beyond just speculation.

๐Ÿ‘€ Show, donโ€™t tell.
Great products donโ€™t need instructions they should be intuitive. If users need a manual, youโ€™re losing them.

๐Ÿ“Š Experiment constantly.
Duolingo runs hundreds of tests weekly. Crypto projects need fewer whitepapers and more real-time user feedback.

๐Ÿฆ‰ Build a brand, not just a product.
Duolingo created a character-driven world. Crypto projects that master storytelling build stronger communities.

โšก Jump on cultural moments.
Duolingo doesnโ€™t just market it participates in culture. The best Web3 brands donโ€™t just announce they engage.
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/1956a96a-cce1-4fc2-e0bc-11d71fd9ef00/original
โ€œDonโ€™t call it Web3 anymore, itโ€™s crypto.โ€
I was reading Jakeโ€™s post (a must-bookmark one tbh) and honestly didnโ€™t expect this take.
For me "Web3' covers everything about an ownership-based internet so why move away from it and call it just โ€œcrypto"?
Genuinely curious to hear thoughts!

https://x.com/jake_stott/status/1882452877635097071?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Pass the pitch test!
Explain your project to:
โœ”๏ธa BTC Maxi.
โœ”๏ธa crypto newbie.
โœ”๏ธyour normie friend.
if one of them doesnโ€™t get it, simplify.
โ€œBuild it and they will comeโ€ is a lie.
Today, I caught up with an amazing live session from last week with @emilyy : How to get users (DefAI edition) [link in the comments]

tl;dr: users donโ€™t just show up. You have to make them want to. And hereโ€™s how. ๐Ÿ‘‡

1โƒฃ Strategy โ‰  Tactics.
Posting on X or running hackathons isnโ€™t a strategy. Start with who youโ€™re targeting, why your product matters, and how you stand out.

2โƒฃ Features donโ€™t sell, benefits do.
Users donโ€™t care about your blockchainโ€™s TPS. They care about how it improves their experience.

3โƒฃ Your first users: go direct.
Cold outreach works when done right. Be direct, provide value, and make engagement effortless.

4โƒฃ Messaging must be consistent.
If your brand positioning shifts constantly, users wonโ€™t trust you. Keep messaging aligned across channels.
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/89a02cab-a1e7-4692-2fbf-5e0949483700/original
Letโ€™s kick off the week with a meme, shall we?
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/8fcc2636-0018-49a3-f91c-255c80228000/original
Smokey The Bera, Berachainโ€™s founder, shared his take on crypto marketing: tl;dr index on novelty.

Hereโ€™s how Berachain approaches growth by leveraging novelty, community, and a distinct brand ๐Ÿ‘‡

๐Ÿ”น Meme culture: Berachain started as a joke NFT project (Bong Bears) and evolved into a DeFi OG community.
๐Ÿ”น Community-first approach: it built Proof of Liquidity (PoL) that directly aligns with its community.
๐Ÿ”น Branding as a differentiator: PoL isnโ€™t just a technical feature itโ€™s the core brandโ€™s narrative.
๐Ÿ”น Distinct identity: a mix of humor, inside jokes, and the bear mascot make Berachain instantly recognisable.

๐Ÿ“Œ Key takeaways:
โœ… Novelty drives attention.
โœ… Authentic engagement beats artificial hype.
โœ… A strong brand is as important as strong tech.
โœ… The best marketing is built into the product itself.
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/d28f79c5-6bfd-4746-3a25-4a02c5876f00/original
Eating your own dog food?

It means using your own product to prove its value and comes from the tech world in the 1980s.
I first came across it in my Web2 corporate days, and it remains one of the most effective ways to build trust, improve your product, and connect with your audience.

Hereโ€™s how to approach this exercise: ๐Ÿ‘‡

1โƒฃ First-time customer
Put yourself in your customerโ€™s shoes, completely. Forget what you know as an insider.

Ask:
โ˜ How would you search for the product?
โ˜ Is it intuitive and efficient?
โ˜ Did it meet your expectations?

2โƒฃ Review communication touchpoints
Evaluate how your brand builds trust across marketing materials, the website, and customer journeys like email or app notifications.

Ask:
โ˜ Does messaging align with your values?
โ˜ Are visuals professional and consistent?
โ˜ Does the experience feel clear and genuine?

โžก๏ธ Bonus tips!
โœ๏ธ Document everything
โฐ Revisit regularly
๐Ÿ‘€ Benchmark against competitors
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/55ae7f4f-e927-4608-2215-6525043bf700/original
This should be printed and hung all over the house!
239
ted (not lasso)
@tedยท02:45 27/01/2025
stolen from a @matthewfox retweet
Canโ€™t resist recasting here from the AMA on /growth channel today with @apurvkaushal !

https://warpcast.com/dawufi/0x4be8501e
6806
dawufi
@dawufiยท21:35 21/01/2025
most successful growth strategy so far?
And here my main takeaways from the @worldofwomen space today with @emilyy !

CMOs in Web3 play quite a different role compared to traditional industries, and hereโ€™s why:

๐Ÿš€ Be in the trenches. The best CMOs arenโ€™t just strategising from their office but are part of the day-to-day โ€œcrypto chaos.โ€

๐ŸŽญ Wear many hats. In crypto, CMOs often play multiple roles: strategist, mentor, meme builder, and sometimes product manager and business developer.

๐ŸŒฑ Act as a mentor. Guiding team members and helping them grow personally and professionally is key in a space where connections and collaboration are key to retaining and growing talent.

๐Ÿ“… Hire out of timeline. Crypto marketing isnโ€™t that big, and sometimes the best hires come from spontaneous connections on social media!

https://warpcast.com/haier/0x3fcecbdd
246823
Haier (she) ๐ŸŽฉ
@haierยท12:29 21/01/2025
Are CMOs really needed in web3?
I have set a reminder to join our favourite @emilyy chatting about this later today! ๐Ÿ‘€

https://x.com/worldofwomenxyz/status/1881421165807444392?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Are CMOs really needed in web3?
I have set a reminder to join our favourite @emilyy chatting about this later today! ๐Ÿ‘€

https://x.com/worldofwomenxyz/status/1881421165807444392?s=46&t=Q_cDH29WGAt3Izkv7uthnQ
Another Sunday training for a long walk and today we managed to reach 40Km around Richmond, Kew and Kingston!

https://warpcast.com/haier/0xd1606cd9
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/a49245d1-d77a-4f90-f159-4969511b3200/original
246823
Haier (she) ๐ŸŽฉ
@haierยท19:46 29/12/2024
What a 37 km walk in southwest London looks like! ๐Ÿคฉ
Friday evening hiding in the kitchen playing piggy piggy with a gin tonic and dark chocolate! Anyone else?
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/8502f831-58aa-4d67-37fa-eb26dd45c800/original
First of my GM mapped runs!
And yes I forgot to switch to โ€œrunning โ€œ on the app! ๐Ÿ˜…
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/9d9ad8b1-34a2-4da2-6642-faa224ca1d00/original
With a possible TikTok ban on Jan 19, RedNote, a Chinese app inspired by Chairman Maoโ€™s โ€œLittle Red Bookโ€ has taken the #1 spot in the US. ๐Ÿ“•
Itโ€™s a mix of Pinterestโ€™s curation and Instagramโ€™s visual appeal!
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/98fad289-e7aa-4bac-17d7-80fb0f4ec600/original
Eggs in purgatory!
An /italianfood recipe from when I was little: tomatoe sauce, peas and eggs! Simple but delicious ๐Ÿ’œ
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/ae2f558f-78a3-4bb0-8f0b-12bce3d01300/original
/Food
Reading about โ€œthe time when people used parasolsโ€ my 9yo asked if I had one as a kid. Then, pointing at the picture he wanted to know if I had that bike too. Nope but I wear that hat my dear! ๐ŸŽฉ
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/be351059-eb62-4043-dffc-c33e4127fe00/original
Babyโ€™s sick after his first week of Kindergarten, so while heโ€™s home with daddy, itโ€™s time for a proper date with the older one! โ›ณ๏ธ
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/d46369f1-9b36-43f7-35a2-d4771079b800/original
First time in my life I see heart-shaped โ€œRigatoniโ€ pasta! Well thatโ€™s kind of cool! ๐Ÿ’œ
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/057bef26-c60e-459c-cd33-898dfcdf6600/original
AI agents: theyโ€™re becoming brands, creators, and economic players.
Here are my top 3 agents/use cases:
๐Ÿค‘ AiXBT โ€“ The chain-vaping, 20-something degen and KOL shilling tokens with data-driven insights.
๐Ÿ‘ฉโ€๐ŸŽจ Zerebro โ€“ The creative โ€œCool Kidโ€ who creates music, launches NFTs, and runs its own Ethereum validator to diversify its revenue streams.
๐Ÿ‘ธ Luna โ€“ The ambitious, entrepreneurial idol aiming for fame, tipping both humans and agents, and becoming the first AI agent hired as a social influencer.
Even more relevant in Crypto, Web3 and tech in general!
https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/a0bbf979-05aa-473f-91a3-3190776d1500/original